Latest / SHeCOMMERCE / Ep 45 - Sparkling Sips - Jessica Batty, Your Impressions Don't Impress Us Much

Transcript

Ep 45 - Sparkling Sips - Jessica Batty, Your Impressions Don't Impress Us Much · SHeCOMMERCE

• 0:08
  SPEAKER_01: Ladies and gentlemen, welcome back to Sparkling Sips, our short, sharp four of insight here at TriCommerce, where we sit down with women who aren't just watching commerce evolve, they're calling where it's going next.
• 0:22
  SPEAKER_01: And today we're picking up a conversation we weren't quite finished with.
• 0:27
  SPEAKER_03: Yes, that's right.
• 0:28
  SPEAKER_03: Because Jessica Batty from Fluent gave us something to think about last time.
• 0:33
  SPEAKER_03: Jess, welcome back.
• 0:36
  SPEAKER_03: It's great to be here.
• 0:37
  SPEAKER_03: Thanks for having me again.
• 0:39
  SPEAKER_03: Of course.
• 0:39
  SPEAKER_03: You're welcome anytime.
• 0:41
  SPEAKER_03: Uh last time we spoke, you said social media used to feel like discovery.
• 0:47
  SPEAKER_03: And now for a lot of consumers, it feels more like obligation.
• 0:52
  SPEAKER_03: And you made another distinction that really stuck with us.
• 0:56
  SPEAKER_03: You're a completely different consumer when you're doom scrolling, I think is what you called it, than when you're actually doing something on purpose.
• 1:05
  SPEAKER_01: Which feels so obvious once when you said it out loud.
• 1:10
  SPEAKER_01: But the implications for marketers are huge.
• 1:14
  SPEAKER_01: So, Jess, welcome back to the SIFS.
• 1:18
  unknown: Excellent.
• 1:19
  SPEAKER_00: I'm happy to pick it back up where we left off.
• 1:22
  SPEAKER_00: Um, I certainly lived this in real time, actually in July um earlier uh last year.
• 1:29
  SPEAKER_00: Uh we bought a fixer upper.
• 1:31
  SPEAKER_00: Um, and so I have been living out my Joanna Gaines dreams of fixing up that uh beach house, that property uh to rent out.
• 1:41
  SPEAKER_00: And I have become a Lowe's stan.
• 1:44
  SPEAKER_00: I committed myself over there, uh credit card and all.
• 1:47
  SPEAKER_00: And I got to go to Lowe's headquarters in July for their event.
• 1:51
  SPEAKER_00: And so I got to hear from the marketers exactly what they're trying to achieve, how they're trying to find more of me, um, what that looks like when they're running campaigns in store online.
• 2:02
  SPEAKER_00: Um, and you know, for me, it was a great breath of fresh air to be hearing it from both sides while also being the person that is consuming, consuming um online in store and through social, not only from them, but also from their influencers that they're trying to build up.
• 2:18
  SPEAKER_00: So I would say I, you know, I still stand by what I said earlier in that, you know, being able to like attract someone and find them where they're at, um, the content lands just so much better.
• 2:31
  SPEAKER_00: You're able to feel engaged, you're find it authentic, you're being served something that just really, you know, hits you at the right time.
• 2:40
  SPEAKER_00: Yeah.
• 2:42
  SPEAKER_02: We are like refurb sisters between the three of us.
• 2:45
  SPEAKER_02: We all have refurb projects going on.
• 2:47
  SPEAKER_02: So we're like the core target for Lowe's right here.
• 2:53
  SPEAKER_01: My God.
• 2:54
  SPEAKER_01: But but can I just say, I heard Beach House?
• 2:58
  SPEAKER_00: Yes.
• 2:58
  SPEAKER_00: Yes.
• 2:59
  SPEAKER_00: Did we tell you you're why next next episode, live from the beach?
• 3:05
  SPEAKER_00: Next episode.
• 3:06
  SPEAKER_00: Yes.
• 3:06
  SPEAKER_00: I'll take it from I'll take it from there and give you guys a tour.
• 3:13
  SPEAKER_01: Okay, so there is with everything you've said and you've made it so human, Jess.
• 3:19
  SPEAKER_01: Um, and we've talked about, you know, previously we talked about marketing in terms of attention, as if every second of attention is somehow created equal, but it's not.
• 3:30
  SPEAKER_01: It's not no.
• 3:33
  SPEAKER_03: And there's a huge difference between you caught my eye while I was killing time, and I'm actually here because I want something.
• 3:42
  SPEAKER_03: And from a commerce perspective, that distinction matters.
• 3:46
  SPEAKER_03: Completely 100%.
• 3:48
  SPEAKER_01: Because one is interruption and the other is intent, right?
• 3:52
  SPEAKER_00: Yeah.
• 3:53
  SPEAKER_00: Yes, exactly.
• 3:54
  SPEAKER_00: And I would say for me, like attention didn't disappear, it just moved.
• 3:59
  SPEAKER_00: I think, you know, organically, consumers' attention is feels like it's moving more towards community, authenticity, nostalgia, even.
• 4:08
  SPEAKER_00: Um, you know, I can put myself out there and say that everything old is new again.
• 4:12
  SPEAKER_00: I was super excited about the Handsome Brothers being on Dancing with the Stars.
• 4:17
  SPEAKER_00: And I'm super excited about Hillary Duff just making her comeback, right?
• 4:21
  SPEAKER_00: Like I am all for it.
• 4:22
  SPEAKER_00: They are finding me.
• 4:24
  SPEAKER_00: Uh Duncan's recent commercial um with the pumpkin spice as the six.
• 4:30
  SPEAKER_00: Yes.
• 4:30
  SPEAKER_00: Um, so I think that, you know, for me, consumers are chasing simpler times.
• 4:36
  SPEAKER_00: Uh they're going after like trust and like the right signal.
• 4:39
  SPEAKER_00: So a referral from an actual neighbor or whom you think of as a trusted figure, whether it's that, you know, Facebook group of your community feels like you are, you know, getting the right thing served to you, whether it's intentional or it's just happening through a recommendation.
• 4:58
  SPEAKER_00: So I think the borrowed trust is a huge factor right now.
• 5:02
  SPEAKER_00: And at times, you know, when the algorithm's guess is off, that's when it's definitely not landing with the consumer.
• 5:09
  SPEAKER_03: So and Jess, in your opinion, how should that change the way marketers think about their media mix?
• 5:16
  SPEAKER_03: Because if consumers are telling us through their behavior that context and intent matter more, should brands still be putting such a premium then on reach and impressions?
• 5:30
  SPEAKER_00: I mean, it it also has to be about the outcomes.
• 5:34
  SPEAKER_00: You know, wherever you're looking for that channel mix.
• 5:37
  SPEAKER_00: So, you know, at Fluent in particular, we, you know, took our post-transaction product from online to in-store because there's still such a huge untapped opportunity in store to be able to recognize um a consumer uh one-to-one and be able to serve them something that actually lands with them.
• 5:56
  SPEAKER_00: So I do think broadening channels, um, also, you know, as someone that's a B2B marketer, looking outside of what was the usual tropes of B2B marketing and trying to, you know, stand up that Reddit around your brand or stand up some of those other channels that might not have always organically been something that you would reach the right person is super like thoughtful at this moment in time to make sure that you're hitting people uh cross-channel and where they're at.
• 6:25
  SPEAKER_01: So I guess uh the piece that marketers need to sit with is not so much how do I get more attention, but more what kind of attention am I am I earning?
• 6:39
  SPEAKER_01: And and even more importantly, what was that consumer trying to do when I turned up?
• 6:47
  SPEAKER_00: Yes, 100%.
• 6:48
  SPEAKER_00: And I think it's you know goes back to um, you know, trying to build your campaign on earned attention and it being more of like a human idea and not a media term that you know I just sort of throw out there.
• 7:01
  SPEAKER_00: You want to be able to like reach the, you know, the person on the other side of that proverbial screen and make sure that it's landing and hitting them at the right time.
• 7:11
  SPEAKER_03: So, Jess, I'm gonna push you a little bit on this.
• 7:13
  SPEAKER_03: If I'm a CMO listening to this and 60% of my budget is still tied up in the places you're saying consumers are kind of tuning out, what do I do Monday morning?
• 7:26
  SPEAKER_00: I mean, you have to go back to the data, right?
• 7:28
  SPEAKER_00: You have to look at your consumers and look at them in a cohort sort of way, make sure that you understand exactly where your consumers are spending their time, um, who they trust.
• 7:39
  SPEAKER_00: Um, and I think, you know, redefining where your marketing dollars go and and look back at the at the numbers.
• 7:48
  SPEAKER_00: That's always for me something that I trust the most.
• 7:50
  SPEAKER_00: We've started campaigns and we've thought that, you know, there was something to it, and keep digging and digging, and then you kind of find that pop and you you get the right um the right messaging in front of the right group.
• 8:01
  SPEAKER_00: So I would say just you know, trust the numbers, um, but also trust your intuition um towards the people that you're trying to bring in.
• 8:09
  SPEAKER_00: Because I think if you speak directly to them, um I've always found it works.
• 8:14
  unknown: Yeah.
• 8:16
  SPEAKER_01: Jess, this is why we wanted that second board.
• 8:20
  SPEAKER_01: And so last time you helped us name the shift, and this time you've pushed us through uh towards the bigger question.
• 8:28
  SPEAKER_01: If attention is changing and marketers are changing, and are marketers changing where and how they value it.
• 8:38
  SPEAKER_03: And I think I think that's the challenge we will leave everyone with.
• 8:42
  SPEAKER_03: Stop asking, did they see me?
• 8:45
  SPEAKER_03: And start asking, what were they there to do?
• 8:50
  SPEAKER_03: Uh, because that may be where the real opportunity in commerce is hiding, to your point, Jess.
• 8:55
  SPEAKER_03: We just have to dig in and read the data, read the tea leaves, as you've said before, and figure that out.
• 9:01
  SPEAKER_03: So, Jess, thank you for coming back for another sparkling sips.
• 9:05
  SPEAKER_03: Awesome.
• 9:06
  SPEAKER_03: Thank you for having me back.
• 9:08
  SPEAKER_01: And you'll know how we end it.
• 9:11
  SPEAKER_01: Old brands, fierce women, one sisterhood.